1. Origin & Basic Overview: India’s Fragrance Legacy

Brand Name: Cycle Pure Agarbatti
Parent Company: NR Group
Founded: 1948
Founder: Late N. Ranga Rao
Headquarters: Mysuru, Karnataka, India
Industry: Fragrance & Spiritual Products (Agarbatti, Dhoop, Fragrance Oils, and Air Care)
Tagline: “The Fragrance of Prayer”
Flagship Product: Cycle Three-in-One Agarbatti

Overview:
Cycle Pure Agarbatti has been synonymous with purity and devotion for over seven decades. Combining India’s deep-rooted spiritual heritage with advanced perfumery techniques, the brand offers an extensive range of incense sticks, dhoop, and air-care products—all ethically sourced and globally certified. Today, Cycle is not just a household name in India but also a respected export brand across Asia, Europe, Africa, and the Americas.

2. Founding Story: From Devotion to Global Inspiration

Founded in 1948 by Late N. Ranga Rao, the journey of Cycle Pure began with a simple mission — to make prayer time a more meaningful and fragrant experience. Starting from a small workshop in Mysuru, Ranga Rao’s commitment to purity and quality set new standards in the incense industry.

Early Challenges:
In its formative years, Cycle faced hurdles in consistent fragrance formulation and raw material sourcing. However, through perseverance and scientific innovation, the brand soon emerged as a pioneer in standardized agarbatti manufacturing.

Turning Point:
The creation of the Cycle Three-in-One agarbatti became an instant classic, blending three distinct fragrances to symbolize India’s diversity and unity in spirituality.

3. Growth & Global Expansion

Key Milestones:

• 1960s: Expanded pan-India distribution network

• 1990s: Diversified into dhoop, cones, and fragrance oils

• 2000s: Entered international markets with export-ready packaging and compliance

• 2010s: Launched eco-friendly and carbon-neutral incense lines

Global Presence:
Cycle Pure exports to over 70 countries, including the USA, UK, UAE, Singapore, Malaysia, Australia, and South Africa. Its global appeal stems from fragrance authenticity, high-quality packaging, and compliance with international standards.

Distribution Channels:
Available through retail outlets, online platforms (Amazon, Flipkart, official site), and global distributors catering to temples, yoga studios, and home fragrance enthusiasts.

4. Business & Marketing Strategy

Cycle Pure built its brand around faith, purity, and innovation. Its marketing emphasizes emotional connection, Indian values, and modern fragrance technology.

Core Strategies:

• Consistent messaging around purity and prayer

• Advanced research in perfumery through the NR Foundation’s R&D Wing

• Digital campaigns highlighting “Pure Prarthana” and “Fragrance of Devotion”

Collaborations:
Cycle has partnered with cultural and spiritual organizations like ISKCON and endorsed cricket legends such as MS Dhoni, positioning the brand as both traditional and contemporary.

5. Quality & Certifications

Certifications:

• ISO 9001:2015 – Quality Management

• ISO 14001:2015 – Environmental Management

• GMP Certified – Good Manufacturing Practices

• Carbon Neutral Certified (2020)

• FSC-Certified Packaging

What It Means for Buyers:
These certifications ensure that every product meets global quality, sustainability, and safety standards—ideal for importers and retailers in regulated markets.

Quality Control:
Cycle’s in-house testing labs assess raw material purity, fragrance consistency, and burn quality under controlled conditions. Each batch undergoes strict inspection before packaging.

6. Manufacturing & Supply Chain

Production Facilities:
State-of-the-art factories located in Mysuru (Karnataka) and satellite units across South India ensure efficiency and scalability.

Technology:
Cycle employs automated blending and precision rolling machines, ensuring uniform quality while maintaining artisanal craftsmanship.

Packaging:
Export-grade, eco-friendly, moisture-proof packaging designed to preserve fragrance and freshness during long-distance shipping.

7. Sustainability & Ethical Practices

Cycle Pure is one of India’s few carbon-neutral fragrance brands.

Eco-Friendly Initiatives:

• Uses natural resins, essential oils, and bamboo sticks

• Implements zero-waste manufacturing and recycling programs

• Solar energy used in key manufacturing units

Community Support:
Through the NR Foundation, Cycle supports rural women employment, children’s education, and community development projects.

8. Employee Strength & HR Policies

Employees: Over 3,000+ direct and indirect workforce members
Work Culture: Inclusive, respectful, and values-driven
Employee Voices: Many highlight Cycle’s family-like atmosphere, stable growth opportunities, and strong HR ethics as reasons for loyalty spanning decades.

9. Financials & Market Presence

Annual Turnover: Approx. ₹2,000 crore (FY 2024)
Market Share: Over 35% in India’s organized agarbatti market
Export Share: Around 20% of total production
Distribution: 10 lakh+ retail outlets across India and distributors in 70+ countries

10. Legal Challenges & Controversies

Cycle Pure Agarbatti has maintained a clean reputation with no major controversies. Minor product packaging disputes in export markets were resolved through transparency and prompt quality assurance.

11. Awards & Recognition

• National Export Excellence Award (FIEO)

• Green Manufacturing Award (CII, 2021)

• India’s Most Trusted Agarbatti Brand (Reader’s Digest)

• Recognized by UNDP for sustainable business practices

12. Why Global Buyers Trust Cycle Pure Agarbatti

Compared to competitors from China or other nations, Cycle offers handcrafted, ethically produced incense with genuine Indian fragrances — giving importers both cultural authenticity and superior quality.

13. Quick Reference Table: Cycle Pure Agarbatti at a Glance

14. Customer Reviews and Ratings

Cycle Pure Agarbatti enjoys 4.3★ out of 5 from 528+ verified reviews.

Customer Highlights:

• “Simply awesome… fragrance is so pleasant and not harmful.”

• “Rich and heavenly fragrance.”

• “Best in the market — highly recommended.”

What Customers Love:

• Consistent fragrance quality

• Eco-friendly packaging

• Great value for money

These positive reviews reinforce the brand’s trustworthiness and export appeal.

 Conclusion: Proudly Made in India

Cycle Pure Agarbatti is not just an incense brand — it is a symbol of India’s spiritual, cultural, and ethical excellence. From Mysuru to Manhattan, Cycle carries the fragrance of Indian devotion across the world. With its unwavering commitment to purity, sustainability, and innovation, it exemplifies what it truly means to be Proudly Made in India — a brand that makes the world stop, breathe, and believe.